RT Journal Article SR Electronic T1 Purpose Advertising And the Credibility Gap JF Journal of Advertising Research JO J Advert Res FD WARC SP 2023-021 DO 10.2501/JAR-2023-021 A1 Milfeld, Tyler A1 Haley, Eric YR 2023 UL http://www.journalofadvertisingresearch.com/content/early/2023/09/21/JAR-2023-021.abstract AB One approach to purpose advertising is brand activism—taking a stand on a sociopolitical issue. This research compares divergent perspectives on whether and how brand activism influences brand attitudes and purchase intentions. Results from three studies, in which real-world brands and messages were used, identify a credibility gap between brands with a reputation for activism (established activist brands) and those without a reputation (emergent activist brands). Findings also reveal how personal issue knowledge moderates the credibility gap. Among other contributions, this research creates a new brand typology in the brand activism arena and empirically demonstrates a more favorable effect for established (versus emergent) activist brands when taking a stand.